Earlier this month, the internet was awash with people debating whether or not Ikea was actually going to launch a new eco-friendly car called the ‘Leko‘. The hype stemmed from a French website where designer, Christophe Grozs explains the virtues of this new environmentally sound car. Before the official unveiling, the ‘Leko’ was covered in a white sheet adorned with the Ikea logo. Obviously this has lead many to believe that the whole thing was simply an elaborate April Fools Day joke. That said, rumours of a hoax were put to rest when Ikea France’s PR Manager advised “that Ikea France has decided to support a new car system in line with its positioning: cheaper and more responsible than any other; allowing a dramatic reduction in your gas spending; built so it can adapt to the products you want to carry.” Needless to say we shared in the excitement surrounding Leko.
To everyone’s disappointment, the Leko was unveiled, and after the sheet was pulled off we were left looking at nothing. Following the demonstration, Grozs goes on to explain that the new revolution in transportation is actually Ikea’s own ride sharing service. In case your French isn’t well tuned, the basic overview of what he has to say touches on the environmental benefits of ride sharing, and Ikea’s newly launched website to support the program. Too bad there are already dozens of more established sites out there that do the same thing better. So in the end, Leko is simply a blip on the viral marketing map.
